benchmark report
airline marketing
SAS 70 years
kidcationers
SAS SAS is celebrating its 70 year anniversary with a series of stories and initiatives featured in its digital and print Scandinavian Traveller magazine, which reviews the past present and future of the airline. A dedicated landing page on Scandinavian Traveller digital lets readers interact with a historic timeline which features highlights of accomplishments over the decades and select highlights of the airline’s history. Stories shared include the first 22 air stewardesses, the first intercontinental flights, the first flight over the Nor th Pole, and stories about today’s (and tomorrow’s) passenger experience. SAS has encouraged frequent flyers who are avid readers of its publication to share their own stories with the editorial team through a dedicated email. SAS has
SEP 2016 ISSUE
SUNWING collected these in a special column called True Travelers’ tales . The airline has also used the 70th anniversary celebration to give customers insights into its digital strategy which will make passengers travel experiences easier in the near future, as well as some of the technologies its SAS Lab innovation group is exploring . Finally SAS debuted a dedicated 737800 as its anniversary plane , which will serve routes in Scandinavia, as well as Amsterdam and Dubrovnik airpor ts. The airline put on a historic flight to commemorate its first1946 flight between Sweden, Norway and Denmark, when the airlines which formed SAS began working together (video) , and shared a video history of its fleet history over the past 70 years.
Sunwing Airlines is a division of Sunwing Vacations offering package holidays to family-friendly resor ts across the Caribbean, Mexico, the USA and Central America. The company’s “Kidcation” program is designed to help parents find kid-friendly holiday deals and prepare for family travel with the help of exper t tips and advice.
a free family holiday (to a destination and resor t selected by Sunwing) and have 15 minutes of fame as a result of their holiday review being featured on the Sunwing Kidcation website , YouTube Channel and in Sunwing’s annual Kidcations magazine.
But Sunwing knows that getting “kidapproval” on family vacations is good for business, so the airline spent much of this summer judging entries and interviewing finalists to find four Canadian kids or teens to become their 2016 “Kidcation Testers” and inspire future “Kidcationers” with the their firsthand reviews.
During the contest period, parents could visit a special website , complete an entry form, upload a family photo and explain why their child deserves to be the next Kidcation Tester. A panel of judges then narrowed the field to ten finalists who they asked to submit a video. From there, Skype interviews with parents and were conducted and the four 2016 winners are due to be announced soon.
The campaign called for travel-savvy kids and teens to enter and audition (with permission and par ticipation from a guardian) between February and June for the chance to become a Sunwing Vacations child ambassador. If picked, they could win
This campaign has seen great regional coverage from the likes of CTV News , Montreal Families , and TravelPress. com .
7
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
